Diversity, Inclusivity, and ROI: What Beauty Brands Look for in Influencers

Keeper Experience, the leading influencer marketing agency and part of APPLE TREE, gathered top beauty industry experts yesterday at an event to discuss the keys to applying influencer marketing trends in this sector and achieving tangible results. The event, attended by a hundred professionals from the fashion and lifestyle industries, was moderated by Dr. and content creator Paloma Borregón and featured notable speakers such as Virginia Lázaro, Communication Director at MAC Cosmetics Iberia; Pelayo Salor, Advocacy Manager at L’Oréal Luxe Parfums; María Orea, Media Manager for Southern Europe at 3INA Cosmetics; and content creators and makeup artists @nobodyisugly and @isabelmarind.

The event highlighted the profound impact content creators and influencers have on consumer purchasing decisions. According to the IAB Prime Tag study, 8 out of 10 users have made a purchase on Instagram based on an influencer’s recommendation. This phenomenon has pushed brands to rely more on content creators than on their own channels, reflected in a 46% increase in advertising investment, projected to reach €350 million in Spain by 2025.

Keeper Experience is witnessing how beauty brands are increasingly turning to influencer marketing for its excellent results in both sales and brand visibility. “At Keeper, we not only make makeup products go viral, but we’ve also managed to reduce the average CPM by 50%, optimise budgets, increase the average campaign engagement rate to over 4.5%, and, something we’re very proud of, help some of our brands reach the TOP 1 position in beauty sector rankings measuring EMV,” highlighted Susana Doncel, General Manager of Keeper Experience.

From the brands’ perspective, new criteria are increasingly considered when selecting influencer profiles, going beyond just reach and engagement. Micro-influencers, with an engagement rate of 6.8%, are gaining ground and now represent 41% of content creators in Spain. Pelayo Salor, Advocacy Manager at L’Oréal Luxe Parfums, emphasised the importance of having an influencer marketing strategy that combines macro and micro-influencers. “Macros provide reach, while micros deliver engagement and credibility.” He also stressed the importance of diversity, adding, “Communities shouldn’t just be activated for one day but throughout the year. For many brands, LGTBIQ+ are trends, with a new letter every month, and that’s unfortunate. As brands, it’s our responsibility to showcase diversity and treat it as the norm.”

María Orea, Media Manager for Southern Europe at 3INA Cosmetics, echoed this sentiment, emphasising the importance of working with all types of influencers and even giving opportunities to smaller creators with fewer than 1,000 followers who produce exceptional content and have a loyal, diverse, and engaged community. “The key with the influencers we work with is promoting 360º inclusivity,” she said. Orea also noted, “While technology is unpredictable, the human factor will always prevail, so all influencer marketing campaigns must foster a constant relationship between brands and content creators.”

Virginia Lázaro, Communication Director at MAC Cosmetics Iberia, underscored the necessity of focusing on talent-brand fit as a fundamental axis of collaboration. “Collaborations with influencers should always be win-win. Selecting the right talent is vital to generating a connection that resonates with the audience. Behind every action, there is complex brand work, as every initiative must deliver a return. Everything is measurable.”

From the content creators’ perspective, the quality of content required by brands demands trust and creative freedom to craft authentic materials that truly connect with their audiences. As influencer and makeup artist @nobodyisugly stated, “Everything moves so fast, and technology and the way we communicate will keep evolving. As influencers, we must constantly adapt to what’s happening.” For instance, TikTok Shop is emerging as a key tool in the beauty sector, especially among Gen Z. Brands that have used it have seen a 20% increase in ROI within the first year, according to the Kolsquare Trends Report 2024.

Content creator and journalist @isabelmarind also stressed the importance of continuous learning to stay innovative and connect with audiences. “Those of us working in social media management must constantly reinvent ourselves and master the language of each platform and the preferences of our audience. This is a challenge for anyone passionate about communication.”

Dr. Paloma Borregón, who moderated the event, emphasised that technical influencers, as experts, bear the responsibility of communicating accurate information and carefully preparing their messages. She noted, “As a physician and educator, it’s crucial to believe in the products we promote and use our platforms to educate and raise awareness.”